Pitched as "the ultimate delay effect, with a vast array of features and abilities", Vox's Delaylab pedal replicates over 30 delay effects from music history. Vox Amplification's USA distributor approached Mindbomb to create a launch campaign advert for their "latest invention". The concept originated as a series of sketches derived from a comic book "mad scientist" character – the final persona looking decidedly British as a nod to Vox's heritage. These concepts, along with a mood board and draft copy, allowed us to develop the idea into a final pencil sketch, which then progressed to a refined pen and ink drawing. Final outlines, colouring, texture and effects were added digitally. The project entailed research, illustration, copywriting and art direction, with the final concept being adapted and localised through Vox Amplification's global distributor network.

Vox Amplification, a musical equipment manufacturer most know it's iconic AC30 guitar amplifier – is a brand that has accompanied countless recording artists on stage and in the studio including Brian May, Keith Richards, Noel Gallagher, The Beatles and Elvis Costello.